Natalie O’Neill

Natalie O’Neill is one of the UK’s most influential skincare enthusiasts with a combined following of over 1.4 million across her Instagram, TikTok, YouTube and Substack platforms. Her mission is simple: to demystify the skincare industry and democratise skincare information on a mass scale. Her Substack has become one of the standout examples of creator-led media done right, growing 41.5% between March and April 2026 alone and now reaching over 11,000 subscribers. Her blog, natalieoneilll.com , informs 150,000 readers monthly and has amassed more than three million visitors since 2023. Before building her platform, Natalie spent a decade in marketing – including six years at a fashion brand – giving her a rare insider understanding of how products are positioned and sold to consumers. It’s this background that makes her voice so distinctive: she knows exactly how the industry works, and her audience knows it too. Natalie’s independently conducted audience research – including a hormon